Today, we release our inaugural Digital IQ Index: China Beauty Supplement, the first in a series of regionally-focused reports that will serve as addenda to our flagship Digital IQ Index studies. This particular installment benchmarks 20 global Beauty brands’ digital competence in China, looking at trends in the market as well as best practices and stand-out brand case studies. As always, our reports also provide insights into, and analysis of, the extensive research, which covers more than 800 data points across four primary dimensions: Site, Digital Marketing, Social Media and Mobile. Consistently one of most digitally competent vertical of those we measure, Beauty brands continue to excel, even on a narrower, regional scale. As they were in our 2012 Digital IQ Index: Beauty study, released last November, Estée Lauder and Lancôme took spots one and two, respectively and were crowned the supplement’s only digital Geniuses.
The Top 10 Digital IQ Ranking:
Beauty continues to set the digital standard for prestige in China. The average Digital IQ of Beauty brands is 63 percent higher than that of the weakest category, Fashion. Of the brands analyzed in the supplement, 80 percent sell online in China and 90 percent provide country-specific customer service. Three-quarters of Beauty brand sites show product prices in RMB and offer user reviews and ratings. Almost half support some kind of live chat. When it comes to social media, Beauty is in a league of its own. All 20 brands in the supplement are active on Sina Weibo, and half are active on Kaixin. All but two brands are present on at least two social media networks, with some, like top-ranked Estée Lauder and third-ranked Benefit, far exceeding this with accounts on six and seven platforms, respectively. The platform on which Beauty brands are missing an opportunity is video–which is hugely popular in China. While 60 percent of brands have a presence on either Youkou or Tudou, and almost two-thirds have uploaded some content to their channels, Beauty brands’ views are still relatively low.
For more insights and to view the full rankings, download an excerpt here. Also, be sure to check the blog throughout the coming weeks for additional Supplement-related posts.